DGA Roofing provides residential and commercial roofing services across Melbourne. While they had a strong reputation through word-of-mouth, their online presence wasn't converting. High bounce rates indicated visitors weren't finding what they needed, and critical roofing service terms were buried on page 2 or beyond.
In the trades industry, being on page 1 is everything — homeowners searching for a roofer typically contact the first few results they find.
High bounce rate signalling poor relevance
Bounce rate halved with intent-matched content
Limited service area visibility
Dominant rankings for Melbourne roofing searches
Low engagement and few page visits
3.5× pageview growth
Service Page Rebuild
Created dedicated pages for each roofing service — metal roofing, tile restoration, guttering, roof repairs — each optimised for the specific terms homeowners search.
Location Targeting
Built Melbourne suburb-specific content targeting the areas DGA services, capturing "roofer [suburb]" and "roofing [area]" searches.
User Experience Optimisation
Restructured site navigation and content layout to reduce bounce rate, ensuring visitors find relevant information quickly and take action.
The service page rebuild and location targeting drove pageviews up 3.5× as DGA captured significantly more roofing searches across Melbourne. The bounce rate reduction of 50% showed visitors were finding exactly what they needed.
The combination of increased traffic and improved engagement translated directly to more phone calls and quote requests from qualified homeowners.